EA sending Madden NFL to Facebook

Peter Moore, president of EA’s sports label, told Bloomberg TV that the company will bring a version of the popular Madden franchise to Facebook that is more accessible and would offer a simpler experience than the console version. EA has not said when the game will actually launch on Facebook.

It’s unclear how robust the game could be on Facebook, which is more known for simple social games like Farmville and Mafia. But there’s no question that Facebook’s 400 million users are an attractive audience to go after.

The push into Facebook fits into EA’s larger digital online strategy that is taking the company away from a more traditional boxed retail approach. CEO John Riccitiello has pushed more online gaming, saying games should become more a place you go, not a thing you buy.

EA has already taken a big step toward Facebook with its $400 million purchase of social game maker Playfish last year. Madden is likely just one of many EA properties that will expand to social platforms in the coming months and years.